Libas
Full-funnel AI-driven acquisition and retargeting on a self-serve commerce media platform
In 2025, the Indian fast-fashion brand Libas achieved +72% ROAS and +133% conversion rate year over year by entrusting its full-funnel acquisition and retargeting to the Criteo Commerce Growth AI platform (GO Campaigns and dynamic retargeting).
Key points
- Libas entrusts its full-funnel acquisition and retargeting to Criteo's AI platform (Commerce Growth).
- GO Campaigns for self-serve acquisition, dynamic retargeting, and social activation.
- +72% ROAS and +133% conversion rate year over year.
- Level B evidence (a platform case study), corroborated by the Indian press, status confirmed.
Objective
Sustain a very fast catalog cadence (150 to 200 styles every two weeks) while keeping acquisition profitable: Criteo's AI chooses who to target and where to serve, the team focuses on product and budget.
The deployment
Libas is an Indian fast-fashion brand in women's ethnic wear, which puts 150 to 200 new styles online every two weeks. This inventory pace creates an acquisition problem: each new collection has to find its buyers quickly, before it is replaced. The brand entrusted its paid distribution to Criteo's Commerce Growth platform, playing the whole funnel. For acquisition, it uses GO Campaigns, self-serve campaigns where Criteo's AI drives targeting and bidding to find new customers on the open internet and social networks. For conversion, it relies on dynamic retargeting, which re-shows visitors the products they viewed. On a year-over-year comparison (January 1 to December 12, 2024 versus the same period in 2025, Criteo 7-day click attribution), Libas reports +72% ROAS, +133% conversion rate, +108% CTR, for +104% ad spend. The partner Tyroo handled performance monitoring and optimization during the scale-up.
Results Proof B
A quantified Criteo case study, with the comparison period and attribution method specified (7-day click), but published by the platform itself (vendor bias). The same figures are picked up by the Indian trade press, which corroborates without removing the source bias: capped at B.
How it works
Documented architectureThe stack in detail
- plateforme Criteo Commerce Growth Full-funnel commerce media solution, acquisition plus retargeting driven by Criteo's ML
- outil Criteo GO Campaigns Self-serve acquisition campaigns, AI-driven targeting and bidding on the open internet and social
- outil Criteo Dynamic Retargeting Re-display of viewed products with dynamic recommendation
How it runs, concretely
For ops teams-
1Connect the commerce feed E-commerce / data team
The product catalog and site events go to Criteo. This feed powers both acquisition and retargeting.
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2Launch the GO Campaigns for acquisition Marketing team / Criteo AI
Self-serve campaigns where Criteo's AI chooses the audiences and bids to capture new buyers on the open internet and social.
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3Activate dynamic retargeting Criteo AI
Visitors see again the products they viewed, with recommendations computed by Criteo's engine. The heart of conversion for a fast-moving catalog.
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4Monitor and allocate the budget Tyroo / marketing team
The partner monitors ROAS and conversion, adjusting spend between acquisition and retargeting across the collection waves.
The site events (product views, add-to-cart, purchases) sent through the Criteo tag. If this feed is incomplete, retargeting re-shows the wrong products and acquisition optimizes on noise.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- A clean, up-to-date product catalog (feed)
- A Criteo tag with reliable site events (product view, cart, purchase)
- Enough traffic volume to feed retargeting
Org prerequisites
- A catalog that refreshes fast enough to justify continuous acquisition
- The ability to let the algorithmic optimization converge without cutting it too soon
Possible stack
- Criteo Commerce Growth (GO Campaigns + dynamic retargeting)
- Commerce media alternatives: RTB House, Google Demand Gen / PMax, Meta Advantage+
- An activation partner for monitoring if the in-house team is thin
The plan, step by step
- Step 1Instrument the site and the catalogDeliverable: Criteo tag in place, product feed validated, purchase events verified
- Step 2Launch dynamic retargetingDeliverable: A live re-display campaign on visitors, the conversion base
- Step 3Open AI acquisition (GO Campaigns)Deliverable: Self-serve acquisition live on the open internet and social
- Step 4Allocate the budget by collection waveDeliverable: Acquisition/retargeting split driven by ROAS and conversion
First step: Place the tag and the catalog feed, check that purchase events come through, then open a dynamic retargeting campaign before extending to acquisition.
The same pattern, proven in other industries
Allwyn
AI-driven omnichannel programmatic buying with retail data activation
Nivea
genAI testing and optimization of creative elements + automated localization at scale
Clarins
AI-automated sales campaign plus dynamic catalog ads, evaluated on incrementality via Conversion Lift against last-click
Sources
- S1 Libas - Full-funnel Commerce Growth (GO Campaigns + retargeting dynamique) Interested party archive pending
- S2 Libas drives 72% YoY ROAS growth with Criteo's full-funnel Commerce Growth platform Secondary archive pending
- S3 How Libas Went From Unsold Inventory to One of India's Fastest-Growing Fashion Brands Secondary archive pending
An error, newer info, a source?
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